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“Hugh M. Hefner, the American icon who in 1953 introduced the world to Playboymagazine and built the company into one of the most recognizable American global brands in history, peacefully passed away today from natural causes at his home, The Playboy Mansion, surrounded by loved ones,” a representative for Playboy told People.

Hefner died at his mansion surrounded by family members, according to The Associated Press. His son, Cooper, who is also the chief creative officer for Playboy Enterprises, spoke about his father in a statement.

“My father lived an exceptional and impactful life as a media and cultural pioneer and a leading voice behind some of the most significant social and cultural movements of our time in advocating free speech, civil rights and sexual freedom,” Cooper Hefner said. “He defined a lifestyle and ethos that lie at the heart of the Playboy brand, one of the most recognizable and enduring in history. He will be greatly missed by many, including his wife Crystal, my sister Christie and my brothers David and Marston, and all of us at Playboy Enterprises.”

Hugh Marston Hefner was born April 9, 1926, in Chicago. He became a sex symbol with Playboy, the men’s lifestyle magazine that featured nude women until last year, when it stopped showing full frontal nudity.